Why Did Lidl Fail in Norway?
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Why did Lidl Fail in Norway? A Stakeholder Approach Haakon Winger Eide Supervisor Andreas Falkenberg This Master’s Thesis is carried out as a part of the education at the University of Agder and is therefore approved as a part of this education. However, this does not imply that the University answers for the methods that are used or the conclusions that are drawn. University of Agder, 2010 Faculty of Economics and Social Sciences Department of Economics and Business Administration i ii Abstract When talking to a Norwegian about Lidl, most people will have a strong opinion about the company. Some will tell you that Lidl was a positive contributor to the Norwegian grocery market, because of their low prices and “exotic” products. Some will tell you that they never shopped there, because they didn’t want to support a foreign company that ignored the labor unions, build large and unattractive buildings in their towns, only had unfamiliar food in the shelves and who sent the profit out of the country. If you ask Norwegians why Lidl failed in Norway, many will argue that Lidl did not fulfill the Norwegian shoppers' needs and did not fit in with their values But is it as simple as that? Why is Lidl a success in most other European countries, while in Norway they decided to pull out of the market after less than four years? What did Lidl do wrong in their attempt to establish their brand name in Norway? Why didn’t they manage to adapt to the Norwegian market? And maybe more important, is it only their failure to adapt to the Norwegian market that led to Lidl’s withdrawal all their operations from Norway? Perhaps it is something else and special with the Norwegian market and competition that made them fail? This thesis tries to answer these questions through a Stakeholder Approach. iii Contents Chapter 1: Introduction ................................................................................................................................ 1 1.1 Lidl ‐ A Success in Europe ‐ Failure in Norway ........................................................................ 2 1.2 Globalizing markets ............................................................................................................................ 4 1.3 Shortage of research and studies .................................................................................................. 5 1.4 Why study failure? .............................................................................................................................. 6 Chapter 2: Business Theory ‐ A Framework for Analysis ................................................................ 8 2.1 The Development of Economics and Management Theory ................................................ 9 2.2 The Stakeholder Approach ........................................................................................................... 11 2.3 A Practical Approach ‐ The Stakeholder Matrix ................................................................... 15 Chapter 3: International Marketing Theories ................................................................................... 16 3.0 International Marketing Theories ‐ Planning to Take the Business Abroad ............. 17 3.1 Facilitating Exchange Across Cultures ..................................................................................... 17 3.2 The Uppsala Model........................................................................................................................... 26 3.3 Standardization versus Customization .................................................................................... 28 3.5 Barriers to establishing .................................................................................................................. 32 3.6 Exit strategies .................................................................................................................................... 36 Chapter 4: Lidl ............................................................................................................................................... 39 4.1 Who is Lidl? ......................................................................................................................................... 40 4.2 Lidl's Strategy .................................................................................................................................... 41 4.3 Lidl in the Nordic Countries ......................................................................................................... 42 4.4 Lidl in Norway ................................................................................................................................... 43 Chapter 5: The Market ................................................................................................................................ 48 5.1 The Grocery Market in Norway .................................................................................................. 49 5.2 The Grocery Market in Europe .................................................................................................... 64 Chapter 6: The Stakeholders ............................................................................................................... 70 6.0 Stakeholder Analysis ‐ A practical Approach ......................................................................... 71 6.1 Lidl Stakeholder Matrix .................................................................................................................. 72 Chapter 7: Analysis ...................................................................................................................................... 84 7.1 Preliminary Screening .................................................................................................................... 85 7.2 Assessing Market potential ........................................................................................................... 85 7.3 Market Strategy ................................................................................................................................. 86 7.4 Price and Product strategy ........................................................................................................... 87 7.5 What could they have done differently? .................................................................................. 88 iv Chapter 8: Conclusion ................................................................................................................................. 90 8.1 The Main Reasons ............................................................................................................................ 91 8.2 No Light at the End of the Tunnel .............................................................................................. 92 Chapter 9: Consequences and suggestions ......................................................................................... 93 9.1 Consequences of Low Competition ........................................................................................... 94 9. 2 Consequences for Lidl .................................................................................................................... 94 9.3 Consequences for the Future ....................................................................................................... 95 9.4 Consequences for the Norwegian Customer .......................................................................... 95 9.5 Opportunities Lidl Missed ............................................................................................................. 96 References ....................................................................................................................................................... 98 v Outline of Thesis Structure vi Chapter 1: Introduction Lidl ‐ A success in Europe ‐ failure in Norway Globalizing Markets Shortage of Research and Studies Why study failure? 1 1.1 Lidl ‐ A Success in Europe ‐ Failure in Norway Lidl Stiftung Co. KG ‐ popularly known as Lidl, is a Germany‐based, international retail giant. The company can follow its roots back to the 1930ies. From the mid 1970ies the company started taking its current shape and form ‐ as a discount, or low price, grocery chain. Since that time, the company has grown at a formidable pace, to the point that it today ranks as a major player in the grocery retail market in Europe. Appendix 1 shows that Lidl is ranked as the largest European discount retailer measured by turnover. The company has spread its business concept to most European countries. The company is organized as a "Stiftung" ‐ or Foundation ‐ wherefore its policies and accounts are not public. Based on the company's observed behavior, it is fair to assume that the company follows a rapid growth policy, and that it aims to become a major player in any market it decides to enter (Meland 2004). Back in 2001, the corporate decision to prepare for the entry into the Norwegian market had been made, and a company Lidl Norge GMBH was established in Germany, with a Norwegian branch office, Lidl Norge NUF. On September 23. 2004, the first 10 Norwegian Lidl‐shops opened for business. By 2007, the number of outlets had grown to over 50 (Brønnøysundregistrene, 2010). On March 14. 2008 it became public knowledge that Lidl had signed a contract with its competitor ‐ Rema 1000 ‐ to sell all of its Norwegian business ‐ i.e. all of its real estate and indirectly its market share. In plain